Brazil Healthy Eating Trends Report 2022

Overview

• What you need to know
• Key issues covered in this Report
• Definition

Executive Summary

• Market overview
• Analyst outlook
  • Figure 1: Analyst outlook for the healthy eating category, October 2022
• Challenges
• As more than half of the population live with food insecurity, poverty is the main barrier for DE consumers to eat healthily
• Food and drinks need to adapt to new labeling rules
• Diversified menus can help social occasions have balanced, healthy options
• Foodservice and retailers need to help those who work out of home consume more fruits and vegetables
• Opportunities
• Brands can focus on heart health and the belief that thin bodies are healthy
• Muscle health may gain prominence among healthy aging habits
• Young women can boost the low/no caffeine segment
• Those who do not see thinness as synonymous with health are more focused on the impact of food on emotional wellbeing and the environment

Market Drivers

• Inflation and low purchasing power impact purchasing of food
  • Figure 2: IPCA – Accumulated inflation (%), general index vs categories, Jan-Dec 2021 vs Jan-Sep 2022
• More than half of Brazilians face food insecurity
• Conflict in Ukraine impacts production chain and increases oil prices
• COVID-19 has long-term impacts on physical and mental health
• New food and drink labeling law comes into effect in October 2022
  • Figure 3: Maximum amount allowed of added sugar, saturated fats and salt for nutritional labeling on the front of packages, 2020
  • Figure 4: Templates for the labeling of food containing added sugar, salt and saturated fat at or over the maximum recommended amount – Brazil, October 2020
• • Figure 5: New template of the nutritional information chart
• Packaged fresh vegetables no longer require an expiration date
• Government eliminates the tax on milk alternatives

Key Players

• Companies and brands
• Brazilian market invests in the launch of plant-based and vegan options
  • Figure 6: Catupiry’s vegan cream cheese
  • Figure 7: Veg Sponge
• • Figure 8: Nestlé Moça Alimento Condensado Origem Vegetal (plant-based condensed milk)
• Different categories invest in added vitamins and minerals
  • Figure 9: Tang’s new formula
  • Figure 10: Mentos Vitamins
• • Figure 11: Tang’s new formula
• M.Dias Branco acquires Jasmine Alimentos to expand focus on healthy snacks
• Case Study
• Nutritious, seasonal menu helps True Food Kitchen raise $100 million
  • Figure 12: True Food Kitchen supper foods for suppermoods brand philosophy
  • Figure 13: Social media content showing the company’s sustainable actions

Ideal Diet

• Brands can focus on heart health and the belief that thin bodies are healthy
  • Figure 14: Ideal diet, 2022
• • Figure 15: Foods and drinks with claims related to cardiovascular health
  • Figure 16: Foods and drinks with claims related to cardiovascular health
• Muscle health may gain prominence among healthy aging habits
  • Figure 17: Ideal diet, by generation, 2022
• • Figure 18: Powdered supplement for consumers aged 50+
• Non-alcoholic beverages with eye health benefits interest men aged 35+
  • Figure 19: Ideal diet, by gender and age group, 2022
• • Figure 20: Non-alcoholic drinks with claims related to eye health

Food and Drink Healthy Options Consumption

• Diet-specific meals can focus on energy and digestive health for singles
  • Figure 21: Food and drink healthy options consumption, by living situation, 2022
• • Figure 22: Prepared meals for low-carb diets with claims/benefits related to energy and/or digestive health
  • Figure 23: Healthy Choice’s ready meals
• Sweets/desserts with benefits attract parents of Alpha-generation children
  • Figure 24: Food and drink healthy options consumption, by children’s age, 2022
• • Figure 25: Dairy drinks (except yogurt) with claims and benefits related to brain and nervous system health
• Sweet spreads and dairy drinks focusing on brain health have potential with hybrid workers
  • Figure 26: Food and drink healthy options consumption, by work profile, 2022
• • Figure 27: Dairy drinks (except yogurt) with claims and benefits related to brain and nervous system health
• • Figure 28: Sweet spreads with claims and benefits related to brain and nervous system health

Factors Pushing People Toward Unhealthy Food/Drink

• Diversified menus help social occasions have healthy, inclusive alternatives
  • Figure 29: Factors most likely to push people toward consuming unhealthy food/drink, 2022
• • Figure 30: Isabela Akkari’s vegan and low-carb sweets and desserts
  • Figure 31: Party packs focused on specific diets, such as plant-based and gluten-free
• • Figure 32: Futuro Party line by Anitta
• Lack of budget is the main factor driving DE consumers to eat unhealthily
  • Figure 33: Factors most likely to push people toward consuming unhealthy food/drink, by socioeconomic group, 2022
• • Figure 34: App Zest Cooking
• Convenient options focused on emotional wellbeing can help working students eat better
  • Figure 35: Factors most likely to push people toward consuming unhealthy food/drink, by work and study status, 2022
• • Figure 36: Convenient baked goods with functional claims related to sleep and stress
  • Figure 37: Ingredients/baked goods with functional claims related to sleep and stress

Important Factors to Maintain Healthy Eating

• Small portions without artificial ingredients appeal to consumers aged 35+
  • Figure 38: Important factors to maintain healthy eating, 2022
• • Figure 39: Examples of products with claims of less/no artificial ingredients and smaller portions
• Young women can boost the low/no caffeine segment
  • Figure 40: Important factors to maintain healthy eating, by gender and age, 2022
• • Figure 41: Examples of non-caffeinated teas launched in Brazil
  • Figure 42: Examples of decaffeinated coffees launched in Brazil
• • Figure 43: Nightfood Sleep Friendly Cold Brew Decaf Ice Cream
• Foodservice and retailers can help those who work out of home every day to consume more fruits and vegetables
  • Figure 44: Factors to maintain healthy eating, by gender and age group, 2022
• • Figure 45: Prepared meals with daily portions of fruits and vegetables indicated on the packaging
• • Figure 46: Fruit-based snacks from dole, Chiquita and Simple Truth

Attitudes toward Healthy Food/Products

• Those who do not see thinness as synonymous with health are more focused on the impact of food on emotional wellbeing and the environment
  • Figure 47: Attitudes toward healthy food/products – CHAID – Tree output, 2022
• • Figure 48: Products with combined mental/emotional benefit claims and sustainable and ethical claims
  • Figure 49: Mãe Terra communication
• Natural/organic food may interest consumers worried about pets’ health
  • Figure 50: Attitudes toward healthy food/products, by pet ownership, 2022
• • Figure 51: Examples of organic pet food
  • Figure 52: A Quinta subscription plan
  • Figure 53: ZeeDog kitchen
• Social networks are the most appropriate channel for the sale and promotion of products committed to healthiness and sustainability
  • Figure 54: Attitudes toward healthy food/products, by all respondents and social media shoppers, 2022

Appendix – Abbreviations